There is no stronger marketing than consumer reviews and word of mouth. Sadly, where there's an opportunity, there's an opportunity to scam the system. Enter fake reviews, rigged search results and skewed price recommendations.

Mark How and Shopswell are turning the tables on these lamentable practices, and bringing the integrity back to review marketing. In this conversation, Mark and I explore the essence of the Shopswell idea, how consumers are incentivized to tell the truth, and why it works.

Check out the entertaining conversation, and rediscover your love for word of mouth - the original (and still the best) tool of marketing.